Proof Point #3: Top Hurdles to Marketing Impact

Proof Points: Research findings to use when advocating for the marketing approaches you know are right.

Talk about a perennial challenge! Inadequate time and budget remain the two primary hurdles to nonprofits’ marketing impact. But thanks to the 1,600+ nonprofit communications and fundraising staff members surveyed for the 2016 Nonprofit Communications Trends Report, we now know more.

Here are top hurdles to communications impact, straight from you and your peers in the field:

Urgent tasks taking precedence over important onesResult: The things that matter most don’t get done.

Too many competing prioritiesResult: The things that matter most aren’t done as well as they could be.

Too many interruptions during the work dayResult: Focus gets scattered, and productivity and quality plummet.

Lack of coordination with colleaguesResult: Some tasks are done twice, others are overlooked entirely, and a third group causes confusion and conflict among staff members.

Lack of clear processes and proceduresResult: Communication tasks take far longer than they have to while generating stress and conflict. Deliverables are frequently late.

The good news is that a clear, written communications plan—covering the next six to 12 months—will help. Include a realistic budget (what it will take), and clear roles and responsibilities, and you’ll be likely to bust through these barriers to real marketing impact.

Next time you run into one of these hurdles, push beyond your frustration to share (with colleagues and your boss) that 1) it’s a common problem, but a serious one; and 2) there is a doable, proven method of pushing through. Then, get planning.